Copywriting vs. Content Writing: Unveiling the Key Differences

In a nutshell, copywriting persuades a reader to take commercial action; content writing provides valuable information to build a relationship.

But there’s more to copywriting vs. content writing:

Different characteristics and marketing genres, different tones, different purposes, different goals. All of which we’ll cover in this article.

You’ll also learn core techniques for each. And the scenarios in which to use them.

Most importantly, we’ll propose two simple questions designed to help you choose between copy and content in any writing situation.

What Is Copywriting?

To prompt readers to take a specific action, you need persuasive text. The discipline that produces this text—also called “copy”—is called “copywriting.”

The action to take could be:

• Purchasing a product or service
• Signing up for a newsletter
• Supporting a cause

Key characteristics of copywriting include:

• Copywriting has commercial intent. The ultimate action a piece of copy wants the audience to take is a commercial one.
• Copywriting contains a call to action (CTA). A piece of copy isn’t complete without a strong CTA. Think of it as the final push that encourages the reader to take the desired action. See, for instance, our CTA in the following banner:

• Copywriting aims to reach an audience emotionally. Identifying and understanding who you’re writing for is crucial in copywriting. Knowing your audience’s needs, wants, and pain points allows you to effectively tailor your copy to them.
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